Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Study on International Marketing of Korean Fashion Enterprises

한국 패션기업의 국제마케팅 현황 분석 및 강화 방안

  • Son, Mi-Young (Dept. of Home Economics, Korea National Open Univ.)
  • 손미영 (방송통신대학교 가정학과)
  • Published : 2006.10.30
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Abstract

Due the globalization trends of industry environment, not only fashion companies of the developed countries but also those of NICs and the developing countries are pursuing to globalize their businesses. This study was conducted (i) to identify the characteristics of international marketing mix of Korean fashion companies operating in oversea fashion markets and (ii) to analyze the performance of Korean fashion companies related to international marketing mix. The data were collected from inter-Korean fashion enterprises. A questionnaire was distributed to a person in charge of international division/international trade division who doing business in domestic market and a person in charge of a local subsidiary in oversea market. The methods of analysis used in this study were factor analysis, cluster analysis, and one-way ANOVA. The results of this study are as follows: First, according to factor analysis and cluser analysis, Korean fashion companies were classified in four (4) clusters. The fashion companies in Cluster I put their priority on price. The companies in Cluster II are traditional fashion companies which have relatively low power of product and price. The companies in Cluster III put their priority on product, and the companies in Cluster IV put their priority on local market. Second, according to ANOVA, a growth rate of sales make significant difference among 4 clusters and Clusters II and III were comparatively high in performance.

Keywords

References

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